Advances in health care have made extraordinary changes in the life expectancy and level of vitality of the average American. Still, according to the U. S. Surgeon General, a full one-half of all premature deaths are due to lifestyle and, therefore, preventable. This important collection presents a comparative synthesis of what works and what does not in mass media health campaigns. High priority is given to coverage of substance abuse prevention campaigns, but programs on AIDS, smoking, teenage pregnancy, heart disease, Alzheimer′s Disease, and vehicle seat belt use are also reviewed. Designing Health Communication Campaigns deepens our understanding of how to design, implement, and evaluate mass media campaigns by highlighting the contributions of media experts who add a human element to the various campaign experiences they describe. This work is indispensable in a fast-evolving field where it serves as both a reference and a concordance for interpreting many other analytic sources. Campaign designers, researchers, communications scholars and graduate students as well as policymakers and program funders will find the book to be valuable in helping make critical decisions about effective mass communication campaigns. 'This volume is valuable because it emphasizes actual experiences, and is thus recommended as an adjunct to classic texts in the field. Graduate; faculty; professional.’ –Choice
Spis treści
Introduction
PART ONE: OVERVIEW
The Challenge of Health Behavior Change
One Solution
Health Communication Campaigns
Two Examples of Health Communication Campaigns
The Comparative Synthesis Study
Substance Abuse and High-Risk Youth
Setting the Agenda for the Issue of Drugs
PART TWO: GENERALIZATIONS ABOUT HEALTH COMMUNICATION CAMPAIGNS
Overview
Generalizations about Health Communication Campaigns
Discussion
PART THREE: INTERVIEWS WITH CAMPAIGN DESIGNERS/EXPERTS
Georgetown University – Elaine Bratic Arkin
Entertainment Industry Coalition on AIDS – Warren J Ashley
Michigan State University – Charles Atkin
Human Interaction Research Institute – Thomas E Backer
Los Angeles Times – Edwin Chen
Johns Hopkins University – Patrick C Coleman
Entertainment Industries Council – Larry Deutchman
Entertainment Industries Council – Brian Dyak
Brookfield Productions – Fern Field
International Institute of Rural Reconstruction, Philippines – Juan M Flaviar
University of Illinois – Brian Flay
Stanford University – June Flora
University of Maryland – Vicki Freimuth
The University of Texas at Austin – Kipling J Gallion
Population Communications – Robert W Gillespie
University of Pennsylvania – Robert Hornik
Institute for Communication Research – Jose Ruben Jara
University of Southern California – C Anderson Johnson
Mediascope – Marcy Kelly
Johns Hopkins University – Lawrence Kincaid
Center for Risk Communication – David Mc Callum
Scott Newman Center – Jacqueline E Mc Donald
Freedom Forum Media Studies Center – John V Pavlick
University of Southern California – Mary Ann Pentz
Rutgers University – Ronald E Rice
University of Southern California – Everett M Rogers
University of Wisconsin – Madison – Charles Salmon
Entertainment Industries Council – Larry Stewart
University of California at Berkeley – Lawrence Wallack
PART FOUR: IMPLICATIONS AND FUTURE DIRECTIONS
Implications for Campaign Design
Implications for Future Research
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